Greenwashing Hurts Brands More than It Helps, New Global Study Finds

Greenwashing Denmark’s Big Farmers

Denmark’s new carbon tax targets an often-overlooked greenhouse-gas producer: agriculture. Yet the plan locks in big Danish farmers’ focus on energy-inefficient animal farming for export, frustrating hopes of a serious cut in emissions.

With eucalyptus trees, Apple is trying to give its smartwatch a sustainable touch. Deutsche Umwelthilfe says: This is consumer deception.

Can a smartwatch be "CO2-neutral"? The environmental aid finds this too nice to be true and accuses the US corporation of consumer misconception. Now the Regional Court of Frankfurt is to deal with it.

Can a smartwatch be "CO2-neutral"? The environmental aid finds this too nice to be true and accuses the US corporation of consumer misconception. Now the Regional Court of Frankfurt is to deal with it.

Greenwashing hurts brands more than it helps, new global study finds

New Delhi: Exaggerating or faking "green credentials" can lead to a drop in brand value by damaging the trust of consumers and discouraging sustainable shopping, a study by the Indian Institute of Management (IIM), Lucknow, has found. The research explored how deceptive green marketing, also known as "greenwashing," can create a negative impact on consumer trust, brand perception, and buying behaviour. Conducted in collaboration with researchers…